Dataset in Study 1

 This dataset was collected through an online survey conducted from Novemver 8 to 9, 2022. The respondents were 141 residents of Japan, recruited through the crowdsourcing platform CrowdWorks. The respondents accessed the survey screen created in Qualtrics to participate in the study. Initially, they were instructed to imagine that they were the designer of an e-commerce site with decision-making authority over the design. They were then presented with three types of images for each of the six purchase stages of the simulated e-commerce site (the variable names for the collected data are: “top”, “detail”, “buyer information”, “payment”, “confirm”, “cart”): a design with an avatar (condition: “1”), a design with only a message (condition: “2”), and a control design with neither an avatar nor a message (condition: “3”). Respondents were asked to rate how desirable they thought each design was on a 100-point scale (0: not desirable at all – 100: very desirable). Afterward, they answered questions regarding demographic attributes.